FUTURE MEDIA PLATFORMS

Tim WrightTim Wright

timw@xpt.comtimw@xpt.com

ABOUT ME

• Original interactive content• Broadcast properties & projects• Writing for radio, online, advertising• Creative R & D, training & teaching

Original interactive content

Broadcast properties & projects

Writing: TV, web, mobile, print, advertising, radio,

games...

Creative r & d

teaching

training

1995 - 19981995 - 1998

NOHO DIGITALNOHO DIGITAL MINDGYMMINDGYM MSN BLIZZARD, PRIVATE EYEMSN BLIZZARD, PRIVATE EYE EQEQ

1998 – 20031998 – 2003

XPT [FILM BLANC]XPT [FILM BLANC] ONLINE CAROLINEONLINE CAROLINE MOUNT KRISTOS MOUNT KRISTOS PLANET JEMMA PLANET JEMMA

2003 – 20052003 – 2005

XPT/TrAce [THE NUUK]XPT/TrAce [THE NUUK] OLDTON:OLDTON: STORYSPINNERSTORYSPINNER

WEB, PRINT, RADIOWEB, PRINT, RADIO [HULDER][HULDER] MOBILE SPOOKSMOBILE SPOOKS

2005 – 20072005 – 2007

[LOST GENERATION[LOST GENERATION BBC CASTAWAY: BBC CASTAWAY: [GOLFONTHEMOON] C4 CYBERSKIVING[GOLFONTHEMOON] C4 CYBERSKIVING

& C4 MEMO]& C4 MEMO] REMOTE CONTROLREMOTE CONTROL

2007-20082007-2008

R4 TODAYR4 TODAY TELECTROSCOPETELECTROSCOPE [BBC/KINDLE DEVELOPMENT][BBC/KINDLE DEVELOPMENT]

2008 – 20102008 – 2010

R4 SWYWTHR4 SWYWTH KIDMAPPED! KIDMAPPED! #SUCHTWEET CBBCNEWSROUND#SUCHTWEET CBBCNEWSROUND [4iP][4iP]

TIM WRIGHT – 15 YEARS - KEY PROJECTS

AGENCY – PAID-FOR CONTENT – - 1.44MB DISK - CD-ROM – WEB 1.0

DOTCOM STARTUP – DIALUP CONTENT – WEB 1.0 – BROADBAND

FREELANCE DIGITAL WRITER – UGC - BLOGS – WAP – WEB 2.0

CROSSPLATFORM BROADCAST – DIGITAL TV + WEB + MOBILE - YOUTUBE

DIGITAL RADIO – NEWS - SOCIAL MEDIA – TWITTER + FACEBOOK - IPLAYER

TRANSMEDIA WRITER – SMARTPHONES – TABLETS - GEOLOCATION

EXPECT THE DIGITAL MEDIA LANDSCAPE TO CHANGE EVERY 2-3 YEARS

A MOVING TARGET

“THE ILLITERATE OF THE 21ST CENTURY WILL NOT BE THOSE WHO CANNOT READ AND WRITE, BUT THOSE WHO CANNOT LEARN, UNLEARN, AND RELEARN. ” – Alvin Toffler 

ONLINE CAROLINE

13 YEARS AGO?• 500,000 page impressions/month

• 2,500 emails to Caroline/month

• 100+ ansaphone messages/week

• 66,500 episodes viewed a month

• 7 average page views/episode

• 11,000 hours online in month 1

• £0 marketing spend

This stuff is REALLY HAPPENING!

FILM & TELEVISION IS EVERYWHERE

MULTIPLATFORM CONVERGENCE

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

EPISODES, CHANNELS, REMIXES

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

‘BRANDED’ CONTENT

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

‘EMBEDDED’ CONTENT

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

SOCIAL NETWORKING

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

• Lonelygirl15• Kate Modern• Sophia’s DiarySophia’s Diary• Anna’s PhoneAnna’s Phone

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

ONLINE PERSONAS:COMMUNICATION & DIALOGUE

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

RIDDLES, PUZZLES & CASUAL GAMES

OFFLINE ACTIVITY & ARGs

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

BLOG CULTURE

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

PLAYFULNESSPLAYFULNESS

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

DEAR TIM,

DO YOU REMEMBER THE ALLOTMENTS?

I CAN'T PLACE THEM ANYWHERE BUT

OUR UNCLES AND OUR GRANDADS HAD

THEIR SHEDS THERE, WHERE OLD

PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS

FLASKS GAVE OFF A SCENT OF SUGARED MILK.

WE ATE PEAS THERE, FROM THE POD.

“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”

“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”

IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?

USER GENERATED CONTENT

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

CRAFTS, DIY & MAKABLESCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

MOBILITY. PROXIMITY.

WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA

ON THE MOVE

IN YOUR POCKETUP YOUR STREET

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA

DATA-DRIVEN SYSTEMS & APPLICATIONS

THE SOFTWARE ENVIRONMENTS & ONLINE SERVICES PEOPLE USE FOR

‘FUN’ ARE BECOMING PROFESSIONALISED

MEDIA (aka SELLING) SPACES

SIGNS OF MATURITY?

IT’S A MULTIDISCIPLINARY WORLD

ACTORS & PERFORMERSVIDEO PRODUCTION & EDITINGSOUND & MUSIC PRODUCTION

SCRIPTWRITING & EDITINGINTERACTIVE COPYWRITING

2D/3D DESIGN (HTML/GRAPHICS/INTERFACE/BRANDING)FLASH ANIMATION

INTERACTION & GAMES DESIGNMOBILE DEVELOPMENTHTML PROGRAMMING

SERVER PROGRAMMINGMIDDLEWARE PROGRAMMING

TECHNICAL TESTINGUSER TESTING

HOSTING SERVICESSMS SERVICES

SOCIAL MEDIA DEVELOPERsCOMMUNITY MANAGEMENT & MODERATION

SALES & MARKETINGPACKAGING & DISTRIBUTION

FINANCIAL & LEGAL MANAGEMENTPROJECT MANAGEMENT

SIGNS OF MATURITY?

Project SummaryKey Features

PlatformTarget Market

Visual TreatmentBasic Walkthrough2 x User Scenarios

Sample Script

Cost Summary + Detailed BudgetProject Value/Revenue Opportunities

RightsPast Projects

Production Partners

Resource/Asset ListFunctional SpecTechnical Spec

Software

Web Pitch/Canned Demo

THERE’S A LOT OF DOCUMENTATIONthere will be *many* meetings

SIGNS OF MATURITY?

TECHNICAL & FUNCTIONAL DETAILbecomes important

– Tech spec: software, hardware to be used.

– Research on existing tools, programmes and technologies

– What is possible now, and in the near future?

– How to manage, organize, to draw /write down the design

– Understanding the flow of the process

– Existing assets & rights

– Project planning, management & structure

SIGNS OF MATURITY?

HIGH RESOLUTION, HIGH SPEED MEDIAlimits competitor access to mass markets

– HD

– 3D

– SmartTV

– Superfast Broadband

– 4G

– TERRA pixel cameras

SIGNS OF MATURITY?

PRODUCTION VALUES

SIGNS OF MATURITY?

TO KNOW YOUR AUDIENCE IS TO OWN THEM

SIGNS OF MATURITY?

RECRUITMENT

SEARCH

PARTICIPATION

CO-CREATION

CO-OWNERSHIP

ATTENTION

TRACKINGPERSONALISATION

UTILITY

CBBC Newsround

0

20,000

40,000

60,000

80,000

100,000

120,000

01/05 08/05 15/05 22/05 29/05

0.0

2.0

4.0

6.0

8.0

10.0

J F M AM J J A SO N D J F MAM

UK

Int

Time on site(average mins per user per week)

Source: Sage e-metrics20092008

Source: Sage e-metrics

UK Referral data – top 10s

Daily Unique Users (UK) May

Weekly Unique Users (000s)

050

100150200250300350400

30-M

ar27

-Apr

25-M

ay22

-Jun

20-J

ul17

-Aug

14-S

ep12

-Oct

09-N

ov07

-Dec

04-J

an01

-Feb

01-M

ar29

-Mar

26-A

pr24

-May

UKInternational

May 2009 Average Weekly Unique Users Average Weekly Page Views Monthly Page Views UK:

241,548 1,442,0906,324,296

International: 122,709 554,5082,417,815

Top Referring URLs

Rank UK URL Referrals

1news.bbc.co.uk/cbbcnews/default.stm 300002

2news.bbc.co.uk/cbbcnews/hi/games/default.stm 279574

3 news.bbc.co.uk/ 225353

4 search.bbc.co.uk/search 164175

5news.bbc.co.uk/cbbcnews/hi/uk/default.stm 118792

6 news.bbc.co.uk/cbbcnews/ 117487

7news.bbc.co.uk/cbbcnews/hi/world/default.stm 112962

8news.bbc.co.uk/cbbcnews/hi/showbiz/default.stm 100106

9news.bbc.co.uk/cbbcnews/hi/animals/default.stm 91585

10news.bbc.co.uk/cbbcnews/hi/pictures/default.stm 90393

External URLs

Rank UK URL Referrals

1 www.tesco.net 41351

2 www.stumbleupon.com 6586

3 www.facebook.com 4723

4 fronter.com 2675

5 news.google.co.uk 2456

6 www.w3accessibility.com 2026

7 search.virginmedia.com 1555

8 en.wikipedia.org 1548

9 toolbar.google.com 1284

10 search.hp.my.aol.co.uk 1240

Search Engines

Rank Search Engine Searches

1 Google 454717

2 Google-Images 167793

3 BBC 164632

4 Yahoo 16605

5 Microsoft Live Search 12703

6 MSN 9410

7 AOL UK 4992

8 MSN-UK 4852

9 Ask UK 4365

10 Google-News United Kingdom 3981

Search Terms

Rank Google Key Word Searches

1 newsround 100352

2 cbbc 27685

3 cbbc+newsround 23818

4 No Keyword 15959

5 bbc+newsround 8292

6 cbbc+games 6911

7 animal+testing 4166

8 cbbc+news 3413

9 news+round 2788

10 newsround+games 2581

SIGNS OF MATURITY?

DEAR TIM,

DO YOU REMEMBER THE ALLOTMENTS?

I CAN'T PLACE THEM ANYWHERE BUT

OUR UNCLES AND OUR GRANDADS HAD

THEIR SHEDS THERE, WHERE OLD

PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS

FLASKS GAVE OFF A SCENT OF SUGARED MILK.

WE ATE PEAS THERE, FROM THE POD.

Audiences can make a MESS. What’s the cost of tidying it up and making it meaningful?

“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”

“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”

IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?

PROBLEMS

There may be more than one output

on more than one platform for more than one audience.

PROBLEMS

scheduling programme brands across two or more

channels is complicated

PROBLEMS

User generated content projects take time to find their shape. How much time have you got?

PROBLEMS

The format sets the tonefor audience behaviour

PROBLEMS

Sometimes audiences will trade their content

for ATTENTION rather than MONEY

80% VIEWERS

16% LURKERS

4% PLAYERS

PROBLEMS

Open standards can give you

REACH

but lose

you

CONTROL

PROBLEMS

For big companies, letting audience see into their internal processes &

culture is TRICKY but POWERFUL

PROBLEMS

Content management systems have to work for EVERYONE

PROBLEMS

big companies often ignore user experience & focus on production or ‘system’ efficiency

PROBLEMS

SCREENLESS MEDIAis on the increase

PROBLEMS

MOBILITY. PROXIMITY.

WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA

WILL CONVERGENCEHAPPEN IN TIME?

PROBLEMS

do you really have

PERMISSION TO FAIL?

PROBLEMS

YOU *CAN* DO THIS ON YOUR OWNdevelop an audience and/or a market *before* you pitch

The Author

Hardwareiphone, Flip, VAIO...

Software: HTML, PHP, Ajax, PhotoShop, Java…

Services: Google, Typepad, Paypal, YouTube, Facebook, Twitter...

The Audience!

47 of 12

OPPORTUNITIES

new kinds of communities, relationships andactivities?

local individuals, communities, trades, hobby groups, stakeholders

walks, workshops & conversation

OPPORTUNITIES

DIY TV

OPPORTUNITIES

DIY PERFORMANCE &

PLAYMAKING KITS

• Inhabiting social networking & media

sharing services

• Youtube, Twitter, Facebook, Flickr

• Searching, embedding & remixing thru tags:

#golfonthemoon

• Playing with Lego, Action Man, Golf

Equipment

• Playing in public, flashmobbing, mapping

out play spaces

#GOLFONTHEMOON OPPORTUNITIES

CURATED EXPERIENCES

OPPORTUNITIES

THE QUANTIFIED SELF

• Velocity – Distance – Steps – Calories

• Heart Rate – Sweat - Blood Sugar

• Tension/Pressure

• Mood – Happiness – Smile

• Sleep Patterns – Brain Waves

• Proximity – Relative Happiness - Environment

• Gender – Ethnicity - Class

• RISK - REWARD

OPPORTUNITIES

GLASSES, WATCHES & WEARABLES

OPPORTUNITIES

THE INTELLIGENT HOME

Electric, Gas, Fridge, Doors, Windows, Movement

Car – Fuel, Distance, Location Media, Seat Adjustment

Pets, Bots & Robots

OPPORTUNITIES

THE INTELLIGENT FRIDGE

FRIDGE AS STORYTELLER

THE PHYSICAL WORLD

• The Vegetable World: Trees & Plants• Edible media/Implants/the Chemical Web• Extreme (and extra-terrestial) environments

OPPORTUNITIES

#TRANSMEDIACOMPOTE

GEOMEDIA & the INTERNET of THINGS

ANTIQUE PLAYERS& RECORDERS

OPPORTUNITIES

MEDIA PRODUCTION IN THE WILD

OPPORTUNITIES

A NEW KIND OF AUDIENCE CONTRIBUTION: CODE & APPS

OPPORTUNITIES

A (SELF) PUBLISHING REVOLUTION

OPPORTUNITIES

• The Book: information/communication

• Virtual/Augmented Reality

• Printing/Replication/Facsimile

WHAT HAPPENS TO REALITY?

WHAT HAPPENS TO RELATIONSHIPS?

WHAT HAPPENS TO SOCIETY?

THE GREAT MEDIA DIVIDE

ESTABLISHMENT - COUNTERCULTURECONTENT RICH - DATA RICHBIG SCREEN - EMBEDDEDCOMMISSIONED – CROWDSOURCED/FUNDEDIMMERSIVE WORLDS - DIY KITSOUTER SPACE – BODY IMPLANTSOUTER SPACE – BODY IMPLANTS

GET LOST

INDUSTRIAL MEDIAbut which industry?

TV & FilmRadio

GamesSportMusicWeb Tech

ISPsArts, Theatre & Opera

Advertising & MarketingRetail

EducationLocal Government

Museums, Galleries & HeritageHealth & Wellbeing

Public OrderUrban Planning

Industrial DesignProduct Development

Banking & FinanceScience Research

Science CommunicationAutomotive

Travel & TourismEnergy & Home Management

Charities & NGOs

Speed of development

Devices not just screens

Sensors

Data not just content

Media as Utility

Personalisation not provision

Context

‘Truthiness’

Measurement (of Attention)

US/Anglo-Saxon Media & Culture

“Acquisition of Talent”

KEY ISSUES FOR BIG MEDIA COMPANIES